Beyond The Echo Chamber Network Layer Slideshow

The rising popularity of networked communication has begun to overtake and complicate the concept of top-down media structures. In our book Beyond The Echo Chamber, we lay out and analyze the new media infrastructure through the "four layers of networks."

This slideshow illustrates how media outlets must strategically integrate four layers (and a bonus "cycle of engagement" slide) into their planning to shape and distribute coverage for maximum impact.

Transcript of "Beyond The Echo Chamber Network Layer Slideshow"

3.
Harnessing the
Network Layers
How should media makers and outlets strategically integrate the
four layers of networks below into their planning to shape and
distribute coverage for maximum impact?
Networked users
Self-organized networks
Institutional networks
Networks of institutions
Friday, January 29, 2010

4.
Media makers must learn to work with users who are connected to multiple networks and can distribute, amplify, and serve as
ambassadors for the media producer’s content.
. some influential users can serve as
. valuable connectors, amplifying
. content, issues and campaigns
. networked individuals use
. participatory media to form and
. strengthen connections based on:
. - friends and family
. - proximity
. - work
. - personal identity
. - political affiliation
. - and more...
. how does your project attract and
. interact with networked users?
. what tools or strategies can you use
. to make content spreadable and
. participatory?
. how networked are you and
. your staff?
CONTENT
video gossip
photos opinions
blog posts information
NETWORK CONNECTIONS
donations debate
referrals committees
action interactions
OUTLETS
PLATFORMS
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Friday, January 29, 2010

5.
Users can work together to form ad hoc networks around unifying elements such as shared issues and/or breaking events.
Media makers can tap into these networks to spread relevant content, follow breaking trends, and cover collective actions.
. made up of networked users
. can form for an hour, a day, months
. or years
. united by common interests,
. concerns, issues, enemies,
. desired outcomes
. how can media producers
. participate in self-organized
. networks?
. how can you offer tools, space,
. actions, and content that help
. networks to form?
. how are networks using your
. content, and how are you actively
. engaging them?
CONTENT
NETWORK CONNECTIONS
UNIFYING ELEMENT
PRODUCERS
PLATFORMS
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Friday, January 29, 2010